Strawberries are the most popular summer soft fruit in Europe. Most European countries have an adequate production season, contributing to a total annual production of 1.3 million tonnes. Greenhouse production and various varieties extend these seasons, making Europe almost completely autonomous. Export opportunities to Europe can be found in the supply gaps between Mediterranean and northern European production. As a producer and supplier, you should ideally focus on strawberry varieties that have a superior flavor. Efficient logistics is important for successful export.

The strawberry is known as the garden strawberry, a hybrid species of the genus Fragaria. In the northern hemisphere, a wild variety, known as wild or forest strawberries, grows naturally.

In northern Europe, most varieties are short-day plants that hibernate in winter, such as Elsanta, Sonata, Clery and Malling Centenary. Everbearer and Dayneutral varieties are more common in southern Europe.

In Spain, the largest producer and exporter of strawberries in Europe, Camarosa, Fortuna, Sabrina and Candonga are among the popular varieties.

Strawberries are one of the most popular summer fruits in Europe. Total European imports and domestic trade amounted to 503,000 tonnes of strawberries in 2017, but over 90% can be attributed to the re-export and domestic trade of local products.

Developing countries exported almost 35,700 tonnes of strawberries to Europe in 2017. The strawberry market is large, but long-distance imports are often needed to cover either a supply shortage or a temporary demand.

Strawberry consumption in Europe is estimated at around 1.2 million tonnes. Italy, Germany and the United Kingdom have the highest per capita consumption, with 3 kilograms per year. The average consumption in Europe was 1.64 kg per capita in 2016. When accounting for import, export and production statistics, the average consumption amounts of up to 2.66 kg per capita in 2016.

Distribution and origin vary within the European market

Strawberries are consumed throughout Europe. While the largest importers are Germany and France according to statistics, the top importers in developing countries are Spain, France, Belgium and Germany, ranging from 14 to 4,000 tonnes. The distribution and origin of imports vary between different European countries:

• Egyptian strawberries reach the Netherlands, Germany and Belgium;

• Moroccan suppliers find the most opportunities in Spain and France;

• Turkey finds a good market for strawberries in Romania;

• Jordan exports smaller volumes to the Netherlands and the United Kingdom;

• Albania has a growing export to Italy;

• Peru manages to export about 200 tons, mainly to Spain.

With the exception of Morocco and Turkey, strawberries are delivered by air to Europe.

Spain is a counter-season supplier for Northern Europe

Spain almost serves as a counter-season provider for Northern Europe. As soon as Spain enters the market with full force from February to May, it becomes more difficult to compete as a non-European supplier. At the beginning of the season, the Spanish offer is completed by growers from Morocco and Egypt. These growers are very competitive in setting prices. Spain is also the main re-exporter of Moroccan strawberries.

The export of strawberries to Europe means a very competitive price, superior quality, avoiding the Spanish peak season and looking for new opportunities between the European growing seasons between October and January.

Technological improvements in strawberry production

In Europe, growers are adopting more and more technologies in the production of strawberries. A significant number already operate with a protected form of horticulture, using substrates, plastic tunnels or glass greenhouses. This technological improvement is accompanied by developments in the improvement of strawberry varieties, such as early-growing or late-season varieties.

As a result, strawberry farms in Europe are not only gaining more control and efficiency in production, but are also extending their production seasons. Consumer demand is encouraged by a supply of quality strawberries throughout the year. So, as consumption increases, the opportunity for external suppliers becomes less and less.

Aroma and appearance are important

Aroma is becoming increasingly important for European consumers, as is the appearance of fruit. Consumers are ready to pay a premium for high-quality tasty strawberries. Taste and sweetness are a common argument for buying local strawberries, especially in northern Europe.

Organic demand is getting stronger

Increased attention to health and the environment is also generating more interest in organically produced fruits and vegetables. Demand for organic products is strongest in northern Europe.

Strawberry is a difficult fruit of organic product, so the number of organic growers is limited. Poland is the main producer of organic strawberries, with just over 6,000 tons in 2016, but with a very short season. Spain and Germany produced 5,000 tonnes and 3,000 tonnes of organic strawberries respectively in 2016.

Organic strawberries can be an interesting niche, especially for smaller companies, which can pay more attention to labor-intensive growth. However, the limited shelf life of organic strawberries will require a lot from the logistics organization.

An increasing number of consumers prefer foods that are produced and processed by natural methods. Organic certification is not a main requirement, but it is an interesting selling point, given the limited supply of organic strawberries.

Most opportunities for organic fruit are found in northern Europe, especially in German-speaking and Scandinavian-speaking countries.

In order to market organic products in Europe, organic production methods must be used in accordance with European legislation and the application for an organic certificate issued by an accredited body.

New off-season suppliers

Even though most countries are self-sufficient in strawberry demand, there are still supply gaps that are interesting for international suppliers. The relatively new suppliers that fill these gaps with small volumes are, for example, Ethiopia, Jordan and Peru.

From Ethiopia and Jordan, the products go to the Netherlands and some to the United Kingdom. Peru has managed to find opportunities in Spain. Well-managed farms in these countries focus on the high-end market during the off-season (November-December). They meet the demand for a year-round supply.

Low price competition from Egypt and Morocco

Strawberries from Egypt and Morocco are very competitive in price. They overlap with the Spanish season in early spring, but start harvesting earlier and generally with lower labor costs.

Morocco is well positioned, being close to Spain, which is their main export market.

Egyptian strawberries transported by air are competitive due to subsidized fuel. Egypt mainly exports Class I strawberries through shopping centers in the Netherlands, from where they are distributed to other European markets.

Competition between varieties

Future competition will not be limited to price. Taste and shelf life are important. Producers are trying to differentiate and gain an advantage over their competitors by looking for alternative varieties.

In general, newer sweeter varieties are gaining ground over traditional varieties. However, each strawberry has its own market. At the same time, it is not uncommon for low-priced strawberries to compete with superior varieties.